From ‘SilkAir to finally have male cabin crew’, 1 March 2015, article by Karamjit Kaur, Sunday Times
After 26 years of having only women cabin crew, SilkAir has decided to let the men in as well.
…The major shift is necessary because it has become “increasingly difficult” to attract “the right (women) candidates with the qualities that we uphold”, SilkAir said in a recent e-mail to staff.
Amid an overall manpower crunch, the airline told staff that it also has to compete for stewardesses with other local and foreign carriers, such as parent Singapore Airlines, budget carriers Tigerair and Jetstar Asia, as well as Middle Eastern airlines Emirates and Qatar Airways.
…SilkAir’s decision to hire air stewards is a “positive and long-awaited” move, said Associate Professor Seshan Ramaswami, who teaches marketing at the Singapore Management University.
…SilkAir’s new hiring policy “reflects a moving away from a stereotype that only women are suitable for these flight crew duties on board”, he added. At the end of the day, what is critical is the training, he pointed out.
The men, whose uniforms are now being designed, will be subject to the same recruitment terms and 14-week training period as the women, who don one-piece lime green or rustic red wrap dresses, the airline’s spokesman said.
On why SilkAir never hired air stewards before this, she said: “Our earlier strategy was to hire women crew who embodied nurturing characteristics in line with the SilkAir experience we aimed to provide customers.”
According to the SilkAir recruitment ad, the airline requires the following: Cabin crew with a ‘combination of grace and a warm smile’ to provide excellent and attentive service to our customers’, ‘grace’ and ‘warm’ being adjectives that are not often associated with the male sex, and really serve as a hint that women have always been preferred without explicitly stating that men need not apply. The real reason why SilkAir relaxed their females-only hire policy here is that they’re short of staff, i.e male cabin crew are an afterthought.
Given that other airlines have no problem with stewards, one wonders if SilkAir’s outdated profiling of the female sex as ‘nurturing’ as their rationale for not hiring men comes across as discriminatory practice. According to the Tripartite hiring guidelines, you’re discouraged from recruiting staff based on gender, among other things like race or language, and if there’s a strict gender policy it should be reflected and explained in the ad for clarity. There’s no evidence that SilkAir’s service needs to be differentiated from the rest by having, literally, a feminine touch. If you’re Hooters Air, I’d probably understand.
While we laud such moves as ‘progressive’ and ‘fair practice’, we shouldn’t forget to ask: Why only now, SilkAir? Even airlines from Middle Eastern countries like Kuwait Airways have gotten over the gender hump, for goodness sake. Thailand even has an airline (PC Air) that takes pride in hiring TRANSGENDERS. Interestingly, SilkAir was the first local airline to break the gender stereotype in 2001 by hiring Singapore’s first female pilot. Yet the papers neglected to mention that at the same time they were hanging on to the traditional concepts of female compassion, empathy and motherly instincts by keeping their cabins testosterone free, with a staff profile resembling more like hospital ward nurses and midwives in the 1950s than a modern cabin crew.
If men didn’t have a ‘nurturing’ bone in their body, we wouldn’t see them volunteering in old folks’ homes, babysitting, nursing, feeding baby tiger cubs or being masseurs. In fact, there are times when you do need some manly muscle in the cabin e.g when there’s a drunk rowdy passenger who needs to be strapped down, or if some guy gets his crotch stuck in the zipper in the lavatory. Stuff which you can’t accomplish with ‘grace’ and warm smiles alone.
Filed under: 2000s, 2015, Advertisements, Customer service, Sex, Singapore Airlines, Singaporean men, Singaporean women | Tagged: Advertisements, customer service, discrimination, Sex, sexism, singaporean females, singaporean males, stereotyping | Leave a comment »